Aldi’s
‘Swap & Save’ campaign indicates that families can make significant cuts to
the cost of their weekly shopping by moving away from costly brands and supermarkets.
Unfortunately for Aldi, the campaign seems to have backfired. A complaint from
Asda was upheld by the Advertising Standards Authority (ASA).
The
campaign claimed people could save £45 a week by shopping at Aldi instead of
their regular supermarket.
Asda claim that the family in the advert did
not buy the same items when shopping at the two different supermarkets. This
meant the comparisons made in the advert are not accurate, while figures behind
the claim of saving £45 are also debatable.
Aldi
are disappointed by the ASA’s decision, stating the ‘Swap & Save’ adverts
are based on the actual savings of shoppers and the overall advertising message
remains true.
Aldi’s
campaign may be banned but the supermarket giant remains committed to the ‘Swap
& Save’ scheme. ‘We are confident that Aldi offers some of the best value
and lowest prices in the UK, and that we do this every day as opposed to during
promotional periods that you may find in other supermarkets.’
The Industry Report Store has a variety of
reports about the retail industry, providing valuable analysis of current
market situation and the potential opportunities available in the market. See
below for some of our retail reports:
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Global Convenience Stores (including Independents) and Gas Stations Market Size and Forecast to 2017
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